Jan Diprose, Titleist Golf Ball Category Manager, explains to Golf Retailing why Titleist are the ball of choice for you and your customers.
What are the performance benefits of the new AVX, TruFeel and Velocity golf balls?
AVX is part of our Premium range and is the players performance alternative to Pro V1 & Pro V1x. It’s going to have longer distance, increased greenside spin and an even softer feel vs previous generation. This is for golfers who prioritise long iron distance through low spin and soft feel, yet still want the control of a high-performance urethane golf ball around the green.
In addition to this, we have also launched two products in our Performance portfolio – New Velocity, has been engineered to provide increased speed and a higher launch for golfers who want all the performance of a Titleist product, but prioritise distance. This is joined by New TruFeel, the softest Titleist with best-in-class quality and consistency. This product has been re-designed for longer distance in combination with even softer feel.
All three products are testament to the incredible work the Research & Development and manufacturing teams go through, in responding to feedback and producing products that golfers are asking for.
How are Titleist supporting retailers with these new launches?
As part of our continued commitment to our partners we will be furnishing the trade with a comprehensive suite of marketing and educational assets.
As well as supporting with a range of launch specific in store and digital assets to help drive awareness, engagement, and product education, Titleist will be continuing its’ investment behind more permanent display units, including our highly successful ball plinths as well as a number of all year round free standing units and counter displays. These will help activate key touch points around the store with a view to prompt that all important purchase.
We will run both organic and targeted paid social media campaigns throughout the season, alongside a continued series consumer facing golf ball fitting & education events, hosted by our industry leading Ball Specialists. We will also be hosting virtual and
face to face seminars with key customer groups to further inform and educate around the product features and benefits.
What are the benefits for a retailer in stocking the Titleist line-up of golf balls?
Firstly, the benefit is to the golfer, member, or customer of the professional or retailer. We honestly believe that all golfers, of any age, gender, or handicap, can benefit from playing a consistent golf ball, and a ball that offers targeted performance characteristics, and a ball that will allow them to play their very best.
There are also more tangible benefits to stocking the #1ballingolf. These products are the clear market leaders with 54% value market share in the On Course channel; they have the highest inventory turn and also the greatest cash rate of sale. These all combine to add value to the golf ball category and provide a positive commercial return for our partners.
Reference: Datatech FY2021 On Course Market, £ Value share
What positive steps has Titleist taken to ensure it meets demand from retailers?
Our Area Sales Managers have been pre-booking with partners since September 2021. These pre-orders have helped us to get an accurate plan on what demand we have and when product will be needed for the season – and we are planning on a record-breaking year in golf balls.
We all know the issues the globe has experienced on the supply and shipment of product, and although we expect some further challenges, we have made the decision to airfreight ALL our Titleist golf ball product for the first half of the year, from our Titleist golf ball manufacturing facilities around the world, to ensure we can supply the maximum amount of product for our partners and golfers to meet their demand.
How can retailers maximise performance with consumers through Titleist Golf Ball fittings?
At Titleist, our goal is to help all golfers play better and to shoot lower scores. Being fit for the right golf ball is an important part of that process, as it is the only piece of equipment used on every shot.
Enabling golfers to optimise their performance and enhance the control they have over the flight, spin and feel, is essential to this improvement. It therefore makes sense that the golfer is fitted into, and consistently plays with the product that is most suited to their game.
Our team of ball fitting specialists can offer industry leading expertise at your venue, and can flex the type of event, to deliver an optimal experience for golfers. We have also invested in digital and PoS collateral to allow clubs to promote these events, making it easier than ever to create interest and demand for these sessions.
You also have immediate access to our online Golf Ball Selector, a simple to use tool that will help educate and inform the golfer as to which is the best golf ball for their game.
In addition to this we have recently sent out an updated version of Titleist University – where you can learn about our new product range, refresh your knowledge across the portfolio, as well as pick up key tips around merchandising.
Are Titleist going to be running any trade & consumer promotions in 2022?
Yes of course – this is a cornerstone of our support for our golf ball partners. We have yet another comprehensive calendar of both trade and golfer specific promotions this year. These promotions will be running throughout the year, with the aim to drive consumer interest, engagement, footfall and ultimately sales for our partners. One we are most proud of is our exclusive partnership with The Open Championship, where we will be bringing a Limited Edition 150th Open Championship pack to market. The promotion will be running from June 3rd. GR